Implementing an NPS program can be like moving a giant vehicle, it takes time and pre-planning and a lot of mistakes will be made along the way. This is all part of the optimisation process and if you follow my seven steps for implementation, then things will go a lot more smoothly.
Besides sharing the seven steps for optimum NPS implementation, I’ll also add some of my best tips strategically placed where they are best used throughout the process. You can read the rest of these tips in Net Promoter® Best Practices: 41 Practical Suggestions for Success.
Let’s get in to these steps.
Most businesses fail to implement and continue to use NPS because of failure at this stage to get buy in from senior executives.
This stage is key, and once you have their support you need to earn the trust and confidence of middle management and the key employees that will be executing on the NPS program.
Without proper support, necessary managers will drag their feet, key employees will fail to engage and eventually investment will be pulled.
Sending out a survey without fully understanding the business’s specific reasons for launching an NPS program and finding customer context would be like driving with no destination. The success of your survey design depends on this.
Customer retention is key at this stage. Customers are more willing to stay after a bad experience if the customer feedback is well received. Transactional NPS is a great way to drive customer experience through innovation. By collecting feedback in this way, your team can listen and react more quickly.
Tracking customer churn is critically important at this stage and a common attribute of businesses that run successful NPS programs. A small change in churn can make a large difference on the business’ annual bottom line. Make sure you know your ‘at risk’ customer volume and value, and have a process for managing ‘at risk’ customers.
Upsell and cross sell is the basic reflex when communicating with your customers. But what is 100% necessary for NPS success is to have a bias for acting on what you hear.
Tiny changes that cost close to nothing can drive customer loyalty on a more case-by-case basis. These changes, although small, often leads to positive reviews and recommendations.
One of the biggest advantages of the quick wins stage, is the ability for staff to react and see the positive outcome of the NPS program. This is success factor can only be done by ensuring transparency when it comes to feedback.
Feedback should be open to everyone in the business. Determining some of the value gained from your NPS program would be a good idea at this stage so that the next stage can go more smoothly.
It’s important to educate and remind your team that when it comes to taking away value from an NPS program, you need to focus on more than just the score. The greatest and most actionable value you can get is reacting to feedback by making changes.
Working in ways to surprise and delight the customer on their customer service journey will increase your chances of building your promoter base which is the ultimate goal of the Net Promoter journey.
NPS can tell you what drives customer loyalty, so make sure you act on it and invest in big changes to significantly boost customer loyalty.
Before you decide on what to invest in, you need to be sure that your big bet is a good one. To make sure you get to the source of the issues that your customers bring to your attention, it’s valuable to enforce the 5 whys methodology.
Getting buy in from executives is obviously important at this stage, as larger amounts of money and resources will need to be invested. To ensure this stage goes, well, make sure everyone knows about the value of your quick wins.
Once you’ve reacted to your first round of feedback, evaluate the value of your NPS program again. Then, start the process again with your next set of survey send outs. The process of customer feedback should be in perpetual motion so that growth is also on-going.
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